Smartphone shipments in the Middle East and Africa (MEA) grew 5% year-on-year in the fourth quarter of 2025.Â
This was revealed in a new report from Counterpoint Research, as Apple led international brands with a 21% increase, while HONOR recorded an 83% peak, supported by strong inventory and early-year growth.
This shows that Chinese manufacturers still led the MEA market, with Samsung and Transsion holding large market shares through high volume shipments and strategic stock management.
The growth in Q4 was strongest at both the entry and premium ends of the market, with devices priced between $100 and $249 rising 28% year-on-year. This was driven by feature phone migration in Africa.
Phones above $700 jumped 46%, helped by consumer financing and trade-in programmes. High 5G adoption also contributed, with shipments of 5G devices surging 22% as operators expanded coverage in emerging markets.
Samsung posted 53% year-on-year growth, maintaining volume leadership over Transsion by front-loading lower-cost inventory ahead of rising market prices.
Xiaomi and Transsion saw declines of 14% and 4% respectively, as expensive components and global memory shortages hit production. HONOR’s strong growth came from leveraging existing stock and early-year demand, rather than market expansion alone.
The report noted that Q4 2025 may be the final growth quarter for the entry segment. The market is reaching the limits of low-cost component stocks, and memory price hikes are expected to slow shipments in 2026.
However, the premium segment is healthy, underpinned by financing options, trade-in programmes, and a strong appetite for high-end devices.
Strong 5G adoption is pushing premiumisation in both established and emerging markets, including Jordan, Iraq, Tunisia, Egypt, Morocco, and Sierra Leone.
While geopolitical challenges fluctuated through the year, the market stayed resilient thanks to steady oil prices, consistent purchasing power, and demand for modern technology.
